Morrisons Trialing Student Discount Offer

Morrisons has started offering a 10% discount off food and drink in its stores for university students.

The trial scheme has been rolled-out across the group’s 492 stores through a tie-up with student discount provider UNiDAYS. The retailer said that many of its stores were close to university campuses and hoped the move would build loyalty with students. The scheme, which is a first amongst the Big 4 multiples, will run for three months before a decision is made on whether to make it permanent.

Morrisons local solutions director Rebecca Singleton said: “We listened to students and they told us that they’d be more loyal to a supermarket that offered the sort of discounts that they get on rail travel, clothes and eating out.”

Students can sign up to the scheme via the UNiDAYS website or app which will validate students’ ID and generate a unique code that is shown at checkout counters in-store to receive the discount. However, the discount cannot be used for shopping bought on Morrisons online store.

UNiDAYS Chief Executive Josh Rathour said: “Our new partnership with Morrisons allows students to save on their biggest living expense, other than rent, so a huge milestone for UNiDAYS and the student community.”

The Co-op also offers a 10% discount to students who are part of its membership scheme.

NAM Implications:
  • Where at: Morrisons will have secured the innovator’s advantage, and a head start…(Co-op initiative is limited by its conditional offer)
  • Where headed: If seen to be successful, others will follow…
  • How it affects you: Opportunity for student-orientated categories, all upside
  • Action: Time to propose student-based initiatives – along with suitable social media hooks – while others are awaiting initial results?